Snicker's Ad Analysis

7/31/2019 Snicker's Ad Analysis

1/15

Megan Brothers

Snickers Shark

Campaign:

Snickers Peanut Butter

Squared


2/15

Mars

Mars owns Snickers, as well as many other segmentsand brands

Pet careChocolateWrigleyFood

DrinksSymbioscience- organic line (new)


3/15

Mars Chocolate

3 Musketeers M&Ms Snickers Milky Way Dove Twix Etc.


4/15

Snickers and sharks

http://www.youtube.com/watch?v=6e0Gsn4khss


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Purpose of the Ad

Introducing new line of Snickers candy bar- SnickersPeanut Butter Squared

Maintain existing customers Press release: Peanut Butter Squared has same ingredients

of Snickers + peanut butter

Trying to expand their reach by adding peanut butter-making it thatmuch more delicious

Sharks want to eat that, not just chocolate and peanut butter


6/15

Target Audience

Not well defined Generation y and generation x Primarily male-violence, sharks

Young (18-40), might have families, but ad directed tosingles (not family oriented)n Focused on younger demographic/college age (18-25)

Live fast paced lives- working Loyal Snickers fans Not of any particular class- Snickers Peanut Butter Squared

cost less than $1

Not traditionalists or baby boomers


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What the advertisers want you to

do/feel

Comical approach to promoting new candy bar-possibly offensive?

Dominance over competitors candy barsSnickers offers more than just peanut butter and

chocolate

Want you to purchase new candy bar Want you to talk about the ad with friends- viral

marketing/WOM


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Social Media

Snickers implemented new app on Facebook Transform likes to lovesToo many people tell us it isnt enough to just like

something, they want to love it


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One Print Advertisement


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Another print ad


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Product of the Year

Product of the Year award recognizesgroundbreaking products with an awards seal

Young consumers (Generation Y) 33% more likely topurchase product if it has won award

Snickers Peanut Butter Squared voted product ofyear


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Negatives of the campaign

Sharks are biting/eating humans for a focus groupfor a new candy bar

PETAVegetariansVictims of shark attacks

Not a well defined demographic How is it unique to customers?


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Countering the Negatives

Company known for comical advertisements(M&Ms, other Snickers ads)

Sharks in chairs, not ocean- less fear Only impliedviolence Sharks were prompted to taste humans- not

depicted as barbarous creatures


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Positives

Great WOM/ viral marketing Unique idea Comical- somewhat offensiveStrategic planning decided the group offended

wouldnt be big enough to worry about

Memorable/ Sticky


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Cites

http://www.youtube.com/watch?v=6e0Gsn4khss http://www.google.com/search?

hl=en&safe=off&client=safari&rls=en&biw=1025&bih=715&noj=1&sclient=psy-ab&q=snickers+advertising+campaigns&oq=snickers+advertising+campaigns&aq=f&aqi=g1&aql=&gs_l=serp.3..0.76061l85152l0l85270l38l21l5l12l12l0l146l1499l18j3l37l0.frgbld .

http://www.mediapost.com/publications/article/142348/ http://www.adweek.com/adfreak/hungry-sharks-enjoy-snickers-filled-humans-11711 http://socialtimes.com/snickers-shark-ad_b34621 http://www.grocery.com/mars-chocolate-launches-snickers-peanut-butter-squared/ http://www.mars.com/global/press-center/press-list/news-releases.aspx?

SiteId=94&Id=2768

http://www.mars.com/global/press-center/press-list/news-releases.aspx?SiteId=94&Id=1917

http://productoftheyearusa.com/blog/2012/02/29/product-of-the-year-usa-unveils-most-innovative-consumer-packaged-goods-of-2012-at-awards-ceremony-in-new-york-city/

http://www.viralviralvideos.com/2011/01/20/snickers-peanut-butter-squares-shark-commercial/

Snicker's Ad Analysis

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